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Haryana Government Gazette

Published by Authority

No. 42–2020] CHANDIGARH, TUESDAY, OCTOBER 20, 2020 (ASVINA 28, 1942 SAKA)



PART – I

Notifications, Orders and Declarations by Haryana Government

HARYANA GOVERNMENT

INFORMATION, PUBLIC RELATIONS AND LANGUAGES DEPARTMENT

Notification

The 20th September, 2020

No. 1/8/2020-2P – The Governor of Haryana is pleased to make Amendment in Haryana Advertisement

Policy 2007 with immediate effect :-

Objective of Digital Advertising

The advent of Digital Media is transforming the way in which people connect with each other and the

manner in which information is shared and distributed. It is different from traditional media such as Print, Radio

and Television. Digital Media in recent times has become synonymous with social networking platforms, websites

and webportals and enable an individual or agency to communicate and share information. The primary objective

of release of advertisements to webportals, websites and other digital platforms is obtain widest possible coverage

of the intended content or message for the target audience in a cost-effective manner.

While releasing advertisements to the Media, Department of Information, Public Relation & Language,

Haryana (DIPRL) does not take into account the political affiliation or editorial policies of the website, webportal

and other platforms of Digital Media. However, DIPRL would avoid releasing advertisement to those Digital

Media Platform which incite or tend to incite communal passion, preach violence infringe on sovereignty integrity

of India or violate accepted norms of public decency and behavior.

Definition

(a)

Government: Means the Government of Haryana, in the Information, Public Relations and

Languages Department.

(b)

Policy Guidelines: Means the Advertisement Policy Guidelines-2007 of the Govt. of Haryana:

(i)

Advertisement: Means advertisements of all the Departments, Public Sector Undertakings

(PSUs) and Autonomous Bodies such as Boards and Corporations, Urban Local Bodies

(ULBs), Universities, various Commissions, Authorities, Societies constituted by Government

Departments, Trusts under the Government, Companies, Apex Cooperative Institutions and

other State Government Institutions (SGIs) and Organizations etc., released through DIPRL or

society/agency constituted for the purpose.

PART-I]

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(ii)

DAVP Rates: Mean advertisements released on rates prescribed by Bureau of Outreach and

Communication (DAVP), Government of India.

(iii)

DIPR Rates: Mean advertisements released on rates approved by Empanelment Advisory

Committee in DIPRL.

(c)

Websites: Means a collection of various web pages linked to a particular web domain, which are

operated through internet. It should have URL (Uniform Resource Locator) to ensure that it is a part

of World Wide Web (www). It includes all newspaper/TV & Radio Channels/Digital

Channels/Magazine’s websites/webportals or news apps.

(d)

Pixels: The pixel is the basic unit of programmable color on a computer display or in a computer

image. PIXEL DIMENSIONS are the horizontal and vertical measurements of an image expressed

in pixels. The pixel dimensions may be determined by multiplying both the width and the height by

the DPI (dots per inch).

(e)

Unique user/visitor: Means counts of website’s individual visitor/one visitor over a specific period.

It does not matter how many times they visited the website during that period. i.e. if one individual

visited the site ten times, still count that person as one visit.

(f)

Web Banner Advertisement: Means a form of advertising on the World Wide Web (WWW)

delivered by an ad server. This form of online advertising entails embedding an advertisement into a

web page. The web banner will be in the shape of animation, fix and rotating.

(g)

Video Advertisement: Means a visual presentation, typically a moving picture which is accompanied

by sound.

(h) CPTI: Cost per Thousand Impressions.

(i)

BOC: Bureau of Outreach & Communication.

Classification of Digital sites

The duration of Domain Registration of the Server for the website must be minimum 2 years. Every website

shall be categorized in the following manner:

Category ‘I’

Category ‘II’

Category ‘III’

Number of unique users should

be 2 lacs per month or above

within India.

Number of unique users

should be above 1 lac, but

less than 2 lacs per month

within India.

Number of unique users should

be above 50,000 and less than

1lac per month within India.

Empanelment Advisory Committee (EAC)

There shall be an Empanelment Advisory Committee (EAC) for considering applications from

websites/web-portals and other platforms of digital media for being empanelled/registered for receiving

advertisements under these guidelines. This Committee will also recommend the rate structure and categorization

of such website/web-portal and other Digital Media platforms which do not have DAVP approved rates and which

intend to be registered for release of advertisements by the DIPRL Haryana. This committee will be headed by the

Additional Director or Joint Director (Admn.) and will include Joint Director (Advt.), Joint Director (Press),

Joint/Deputy Director (Film), Deputy Director (Advt.), Audit Officer and representative of NIC as members. The

EAC will submit its recommendations to the Director, Information Public Relations and Languages Department,

Haryana for approval. Administrative Secretary, Information Public Relations and Languages Department,

Haryana, can re-constitute the EAC as and when required.

Eligibility Criteria for Empanelment of Websites/Web portals

DIPRL Haryana will empanel such websites/web-portals and other platforms of Digital Media as thinks

necessary for achieving objective of advertisement/Campaign, as per the intended target audience. The eligibility

criteria for the empanelment of digital media will be as under:

(i)

The website should have continuously operated under the same name (website address), for which the

period shall be calculated backwards from the date on which the website applies for empanelment with

DIPRL. Websites/Web portal must provide income tax return certificate of the last two-years in

reference to earned revenue from these sites. The owner must provide documents of registration, PAN

Card/Address details of their Firm/Company. The applications submitted directly by companies owning

and operating the website will only be entertained. In other words no intermediary agency will be

eligible to apply on behalf of a website or group of websites. It shall be imperative for the website to

report their duly certified, ‘Minimum Average Unique Users’ (from within India), every month (based

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[PART–I

on the data of six months immediately preceding the date of applying for empanelment). The report so

furnished by the website shall be certified by reputed agency as prescribed by DAVP or any other

agency specified by the DIPRL. For the purpose of consideration, unique users of a particular website

will be counted for mobile and desktop data both. Different websites belonging to one company/group

can be empanelled, provided they individually fulfill the Unique Users Criteria. In other words,

bunching/adding of Unique User count of the different websites of one group/company shall not be

permitted. In such cases, separate applications for each website may be submitted along with other

formalities.

(ii)

The websites/webportals which are owned and operated by companies, firms or individuals

incorporated in India and especially covering Haryana related news and having impact in the State or

otherwise beneficial to the image of the State, will be given preference for empanelment. The

advertisement/messages released on behalf of the Haryana Government’s departments, Board and

Corporations and other organizations must be displayed prominently for the maximum viewership as

specified in the Release Order. There will be no change in rates once offered to and accepted by an

empanelled website or webportal for the entire period of empanelment. The cost of all technical

requirements, such as adapting the design format provided by department to the website’s format, shall

be borne by the website/webportal. The department can empanel Third-Party-Ad-Server (3-PAS) to

verify/cross-check the advertisement display on websites/webportals. Government Departments, Board

and Corporations and other organizations will not bear any cost in this regard and the entire expenditure

on engagement of Third-Party Ad-Server will be borne by the empanelled agency and not by DIPRL or

by any agency of Govt. of Haryana.

(iii)

The publicity impact of advertisement through such websites or webportals will also be taken into

account, while empanelling these websites for the purpose of Government advertisements. DIPRL

can specify the target audience for the particular advertisement/Campaign within state or pan India or

both as per the requirement. The empanelled agency shall be bound to provide their Google analytics

access credential and also integrate their Google analytics accounts with that of Google analytics

accounts of DIPRL. The website/webportal shall submit its Unique Users Data, on the basis of

Google Analytic Report& Google Ad Manager while submitting the bills to the Director,

Information, Public Relations and Languages Department, Haryana. The Department shall be free to

Audit the empanelled website etc., as per its discretion. It will be the responsibility of the website

owner to comply with all extant rules and regulations as prescribed by the Government of India as

well as the State of Haryana. If the content of any empanelled website or webportal is found to be

anti-national/obscene/indecent/anti-social/violative of communal harmony and national integrity/ in

violation of the extant Cyber Laws of India etc. or deemed objectionable in any form as determined

by the competent Committee, DIPRL reserves all the rights to decline or suspend empanelment of

any website, and proceed against the said website as per the Laws applicable for such violations at

that point and time.

Rate Structure for Digital Media

The Directorate of Information, Public Relations & Languages, Haryana will accept the rates approved by

DAVP or BOC for release of advertisement to the digital media. However, if any webportal/website doesn’t have

DAVP approved rates, the DIPRL may consider releasing advertisement at the following rates per thousand

impressions:-

Rate Structure:

Items

Category - I

Category - II

Category– III

Placement

(Tentative Sizes)

CPTI

Banner

(728x90 Pixels)

₹ 25

₹ 20

₹ 15

Banner

(300x250 Pixels)

₹ 20

₹ 15

₹ 10

Page Insert

₹ 25

₹ 20

₹ 15

Video Ads

(Auto Play)

In the size of

(300x250 Pixels)

₹ 50 per CPTI

per 30 seconds.

₹ 40 per CPTI

per 30 seconds.

₹ 30 per CPTI

per 30 seconds.

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HARYANA GOVT. GAZ., OCT. 20, 2020 (ASVN. 28, 1942 SAKA)

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Payment of Bills

(i)

Every website/webportal will be obliged to submit its complete bills electronically in all respects

along with the display certificates of the contents/advertisement within 30 days of completion of the

campaign or last date of monthly telecast/display.

(ii)

For advertisement/Campaign/ Video advertisement released by DIPRL, a minimum click-Through

Rate(CTR) of 0.30 (i.e. 3 clicks per thousand impressions or 3000 clicks per million impressions)

shall be mandatory across all categories which should be reflected in the reports generated through

the Google Analytic Report& Google Ad Manager or third-party Ad server engaged by DIPRL for

payment purposes. CTR less than 0.3 but upto 0.2 per release order will invite a deduction of 20

percent in the billed amount. CTR of less than 0.2 but upto 0.1 per release order will invite a

deduction of 30 percent in the billed amount while CTR less than 0.1 would invite deduction of 50

percent on the pattern of DAVP.

(iii)

Screenshot of the website/web portal will be submitted by the empanelled agency on daily basis once

the publicity campaign goes live. (Screenshots should be reflected at regular intervals, i.e. morning,

evening and night).

(iv)

The payment shall be made through RTGS/NEFT only. Recovery shall be made in case of excess

payment by the client. An empanelled website can be debarred from department campaigns, for the

remaining period of his empanelment, if it deliberately and consistently refuses to accept and carry

advertisements issued by DIPRL, Haryana.

(v)

15% agency commission (SAMVAD) would be applicable to all websites/webportals/News apps on

advertisements released by DIPRL, Haryana. GST will be applicable as per the provision.

Note: DIPRL Haryana shall have the right to interpret and elaborate any provision of this policy.

PART-I]

HARYANA GOVT. GAZ., OCT. 20, 2020 (ASVN. 28, 1942 SAKA)

2127

Sr.

No.

Existing Policy 2007

Proposed Policy 2020

EMPANELMENT OF WEBSITES

The websites and other internet based media

such as internet editions of newspapers will

also be considered for empanelment for

release of advertisement for reaching out to a

target

specific

audience.

Normally

Directorate of Public Relations will follow

the DAVP rates, if available.

Minimum launch period – The website

should have completed at least six month at

the time application is made for empanelment

with

the

department

for

release

advertisement. But if there is a new

website/internet media which is showing

good viewership/access after three months, it

can be considered by the EAC as a special

case with the approval of DPR. The publicity

impact of advertisement through the website

will also be taken into account while

empanelling any website for the purpose of

releasing government advertisement.

CRITERIA FOR FIXATION OF RATES

EMPANELLED

WEBSITES

INTERNET MEDIA

The

websites/Internet

media

can

categoriesed follows on the basis of its reach

and access for the purpose of determining the

rate structure:

(i) Large- Having reach and access to

over 10 lakh people.

Medium – Having reach and access to 1to

10 lakh people.

Small – Having reach and access to less than

one lakh people.

The rates of empanelled websites/internet

media will be decided by the EAC after

considering the following:

(ii) Normally, Directorate of Public Relations

will follow DAVP rates, if available of any

website/internet media.

(iii) If DAVP rates are not available then

yearly base rates will be decided by EAC for

each of the above mentioned three categories

of the website/internet media.

(iv) The rates higher than base rate may be

considered by EAC for any website/internet

media keeping in view its reach and access to

the target audience.

(v) The higher rates of website/ internet

media will be decided by the EAC after

considering the access data, if available and

Objective of Digital Advertising

The advent of Digital Media is transforming the

way in which people connect with each other and the

manner in which information is shared and distributed.

It is different from traditional media such as Print,

Radio and Television. Digital Media in recent times has

become synonymous with social networking platforms,

websites and webportals and enable an individual or

agency to communicate and share information. The

primary objective of release of advertisements to

webportals, websites and other digital platforms is

obtain widest possible coverage of the intended content

or message for the target audience in a cost-effective

manner.

While releasing advertisements to the Media,

Department

Information,

Public

Relation

Language, Haryana (DIPRL) does not take into account

the political affiliation or editorial policies of the

website, webportal and other platforms of Digital

Media. However, DIPRL would avoid releasing

advertisement to those Digital Media Platform which

incite or tend to incite communal passion, preach

violence infringe on sovereignty integrity of India or

violate accepted norms of public decency and behavior.

2. Definition

(a) Government: Means the Government of

Haryana, in the Information, Public Relations and

Languages Department.

(b) Policy Guidelines: Means the Advertisement

Policy Guidelines-2007 of the Govt. of Haryana:

(i) Advertisement: Means advertisements of

all

the

Departments,

Public

Sector

Undertakings (PSUs) and Autonomous Bodies

such as Boards and Corporations, Urban Local

Bodies

(ULBs),

Universities,

various

Commissions,

Authorities,

Societies

constituted

Government

Departments,

Trusts under the Government, Companies,

Apex Cooperative Institutions and other State

Government

Institutions

(SGIs)

and

Organizations etc., released through DIPRL or

society/agency constituted for the purpose.

(ii) DAVP

Rates:

Mean